Offline Marketing Methods – Part 4

Step six: find a way to get your brochure, flyer, postcard, business card, or whatever, into the hands of your ideal target prospects. Let me give you a tip: if you sell a specialist product, do not rent a plane, stuff a sack full of your brochures, fly across the city, and dump the brochures out, hoping that you’ll find a million customers that way. That’s just dumb. You want to find a way to get them into the hands of your ideal prospect. And it varies from person to person.

If you’re doing it online, what you might like to do is run perhaps a Google AdWords campaign, where you could have traffic driven to your website based on keywords. So, if you were selling digital cameras, for example, you could set up an AdWords campaign and promote your digital camera shop or whatever you want to do. There’s lots of options. But direct mail, any sort of advertising medium has the potential to work here. Personally, I think the Internet’s a great way to go.

But I tell you what. Something for you to think about here. If you’ve experimented with Google AdWords before, and you’ve probably had some results, but you’ve started to discover that as it becomes more well‑known, it’s more competitive and the prices for the clicks are going up higher. Then if you’re paying lots of money per click, you may actually find it’s cheaper to do offline marketing to them, sending them a postcard in the mail or a flyer or something like that. You just have to buy the mailing list or rent a mailing list that’s appropriate for the kind of people you want to talk to.

So that’s just something to think about for those of you, maybe, who are playing a little bit at a higher‑level playing field. If you’ve got a bit of money and it’s very competitive online for your market, direct mail, of some form, can actually be as effective, if not more effective, and potentially cheaper, than AdWords. If you’re paying 10 and 20 and 30 dollars a click for an AdWords campaign in some really competitive market, then I’m willing to be that direct mail will kick butt compared to that. OK?

Let’s quickly look at steps seven and eight, one minute. I’m just going to quickly show these two together. Step seven: if you did the job right, enjoy the traffic. Make sure you get them to sign up to your email newsletter or your ezine so that you can keep on communicating with them.

However, step eight: if it didn’t work, I can guarantee that you got one or more of the above wrong. You need to‑‑technical term here‑‑re‑jig things, and try again until you get it right. Usually, you’ve either got your offer wrong, your unique selling proposition wrong, your sales copy is not convincing, maybe you should too formal or too conversational or whatever‑‑I don’t know‑‑or you’re getting it into the hands of the wrong prospects.

If you’re trying to sell‑‑let me think of an example‑‑baby clothes, you don’t tend to find that you’ll get too many customers that are single males that aren’t married, and nor do they have a girlfriend expecting a baby. OK? It’s just not a big market for them, obviously. Alright?

Same as if you’re selling men’s sportswear. You probably don’t get too many women buying that stuff, unless they’re buying it as a present for their husbands or boyfriends. A lot of guys don’t tend to go and buy women’s makeup, for obvious reasons, except for gifts, or if they’re in fancy cabaret shows. So, that could be where you went wrong. Maybe you sent it to the wrong people. Alright?

So, if your initial foray into the whole website traffic using offline methods, such as brochures and that, didn’t work out too well, it’s one or more of these things that didn’t work. Hey, look, if you really need help, call Trevor. He will be quite happy. He’ll ask you for money for it, but he’d be quite happy to review your brochure or whatever, talk about your offer, maybe rewrite the copywriting for you. Look, I can almost guarantee you, if Trevor can’t make it work, then there’s not too many people who will be able to. OK?